December 24, 2014

When searching online, I constantly find myself shaking my head and chuckling at the major brands who suffer from PPC message mismatch. If there’s one thing that has held true for pay-per-click (PPC) ads since their inception, it’s that the focus has to be laser tight. Any wiggle room typically results in confused customers who shrug their shoulders and click away.

Message match starts with the search query typed into Google (or Bing or any search engine). To convert well, your ads should mirror the search string as closely as possible. With the tools available in Google AdWords, Facebook and practically every other PPC platform, there is rarely a valid excuse for PPC message matching issues.

Let’s take a look at a handful of examples of this all-too-common phenomenon so you can see firsthand just how it can deter customers from buying.